it's a stimulating environment if you like change and rapid change, amazon is a great place to be. >> rose: beyond what you have said characterize the culture of amazon today. >> well, i would say that the culture of amazon starts with an externally facing culture looking at customers as our touchstone. so companies can be kind of competitor focused. and that approach can be successful. or i think they can start with the customer and that can also be successful. so some companies have kind of a conqueror mentality. if you look at their annual strategic plan it starts with their three top enemies and who they are going to crush this year. and some companies, and certainly amazon is in this group. we have an explorer mentality. so we like to go pioneering. we like to find dark alleyways and wander down them and see if they open up into broad avenues. and sometimes they do. with that pine earring exploring mentality is what drives us. the core of the culture. and over the years it's self-selecting. the people who thrive at amazon and stay at amazon and love amazon they have that. they wa